The Final Chapter in our Comprehensive Trend Report
Over the last month we’ve published the first five chapters of our research report into trends in visual language. This Monday and we publish the final chapter of the report. In this week’s chapter we’re exploring trends in brand visual language relating to colour, as well as posing the 10 most critical questions you should be asking yourself about your brand’s visual language.
Trends in the visual language of brand identity are driven by many factors from the ‘me-too-ism’ of designers and their clients mimicking the visual language of market leaders, to new and emerging trends such as ‘sustainability’ that draw a similar and en-mass visual response from designers all over the world. Over the past 12 months we have collected more than five thousand different brand expressions spanning almost every major industry and category of the western world.
The brand expressions we tracked included existing, new and refined brand identities, product packaging, newspaper, magazine and billboard ads. The scale and breadth of these brand expressions allowed us to identify the major brand visual language trends of a broad range of market leaders for the last year. Whilst the majority of the examples presented in this report are recent, many trends are not in themselves new. It is our interpretation of the groundswell of take-up of a trend and the influence exerted within their market by the brands involved, that leads us to define the most compelling and influential trends.
What’s the value of a Trend Report?
All brands project an image through their visual language. It is up to each brand to make conscious and informed decisions about exactly what they wish their visual language to communicate relative to the competition and to their market’s perceptions.The report includes hundreds of examples of brands and their visual language to illustrate examples of brands who leverage trends to their advantage, as well as examples of those who follow trends to their disadvantage. The examples cross industries from fashion to food, from transport to telecommunications and everything in between, as well as markets from Australia to Asia, from Europe to the Middle East and the U.S.
Valuable Insights for all Owners and Managers of Brands
An understanding and mastery of the trends in brand visual language will allow business to ‘tune’ their brand’s image to ensure they’re consistently communicating the right messages to the right people. For every organisation seeking to best manage their brand identity, these trends must be part of the consideration process. For each brand there will be advantages and disadvantages to leveraging the cues and meaning inherent in these trends. The big question you should be considering is this; ‘does the trend provide an opportunity to leverage a set of visual cues to communicate the perfect brand messages to your market, or has the trend become so widely adopted as to compromise the uniqueness of the brands who follow it?’
This final chapter of the report explores a number of trends in brand visual language relating to colour, as well as posing the 10 most critical questions you should be asking yourself about your brand’s visual language.
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